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Spreading the MessageLeveraging national campaigns

Presented by:

Sara Van de GriftWisconsin Energy Conservation Corp.

Lighting Partner Meeting Las Vegas, NV April 4, 2005

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Spreading the MessageLeveraging national campaigns

• Program Goals

• Why piggyback on the national programs

• Examples of promotions

• Results

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Program Goals• Increase consumer awareness AND

understanding of the ENERGY STAR label• Currently in WI 71% of those who purchase CFLs are

aware of and understand the ENERGY STAR logo compared to just 40% of non CFL purchasers

• Achieve cost effective energy savings (kWh) • Engage manufacturers and retailers –

leverage their participation in programs• Increase in types of retailers participating in the program• Increase in retailer participation in cooperative

advertising• Manufacturer and retailer investment in the program

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Piggybacking on National Campaigns

• Provides a foundation on which partners can build a local campaign

• Provide a unifying call to action

• Helps build a consistent consumer experience with ENERGY STAR

• Brings manufacturers and retailers into the promotion

• Allow partners to tailor activities and promotional tactics to fit local markets/business interests and sponsor identity

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National Campaigns

Sample Creative:

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WECC Campaigns

Sample Creative:

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ENERGY STAR national campaigns in 2004

• Double your savings – Appliance promotion

• Cool your World• Change a Light Change the World• Holiday Electronics – with a holiday

lighting component

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Change a Light Change the World• WECC has participated since 2000, there has been a

regionally coordinated Midwest campaign since 2001 including WI, MN, IL, KY, OH, MO and IN.

• National messaging/materials used during past Change a Light campaigns

• 2004 – Change five message• 2003 – Steve Thomas Change out• 2002 – Change theme • All year – PR template including releases, key messaging,

savings numbers, logos, images

• Using national materials allowed consistent messaging across the region and a common theme that all sponsors could come to agreement on.

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Change a Light Change the WorldResults:

– In Wisconsin 1,000,000 CFLs were sold during the 2004 Change a Light campaign and almost 1,300,000 during the 2003 campaign. Regionally 1,500,000 sold in 2003 and 1,300,000 in 2004

– In Wisconsin $250,000 invested in consumer outreach and advertising resulting in over 2 million consumer impressions through the Change Five campaign

Tactics: – Media campaign using the WI-based Olympians, The Hamm twins– Public Relations campaign that included the “Change Five

Challenge” through in-store materials, bulb sale events, and statewide radio, print, and TV media (19 different TV news reports on one single day across the state)

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National Campaigns = Value to Programs• More Focus: Provide motivation to focus on

targeted products, during a specific time of the year

• More Attention: Allow partners to get more attention from manufacturers /retailers and in many cases leverage more support for programs

• More Resources: Help bring other people’s money to the table (manufacturers, retailers, other EEPS, U.S. EPA/DOE)

• More Impact: Allow partners to coalesce efforts at same time and on same products for more impact in the market

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Contact InformationSara Van de Grift

ENERGY STAR Program ManagerWECC

608-249-9322 ext 160SaraV@weccusa.org

Karl Hilker Lighting Project Manager

WECC608-249-9322 ext 273Karlh@weccusa.org

www.focusonenergy.comwww.weccusa.org